Building Brand Love
“Receiving great customer service triggers the same cerebral reactions as feeling loved.” – Trendwatching.com
When Lennar Homes wanted to elevate its customer service to a whole new level in its Tampa and Central Florida regions, Walker developed a distinctive brand program that would help build loyalty and love for the Lennar brand. Designed to help Lennar stand apart from competitor brands, the program encompassed the way Lennar engaged with its customers before, during and long after the sale.
Walker named the program, Neighborhood Knowology. Knowology conveys the realm of knowledge with a fresh, fun twist. Each community has a dedicated “Knowologist” – a concierge-type team member that serves as the on-site, Lennar customer service representative. Knowlogists help homeowners know how to care for their new Lennar homes as well as get to know each other and what’s going on in their community and surrounding neighborhood.
To support the program, Walker developed the identity, collateral, Welcome Home Center graphics, vehicle identification, a program orientation tool and idea starters to prepare Knowologists for the program launch.
Did it work?
Here’s what we know: Before the Knowology program launch, Lennar’s Central Florida Division was ranked 24 out of 30 divisions nationally for customer care. Since the program launch, they’ve ranked #1 and #2 nationally. Also, the customer care scores for Orlando increased from the 70’s to the 90’s in just 2 months after the program launch. Being in the know definitely has its benefits!
Until Next Time, Chew On This:
Every business has an opportunity to increase its competitive advantage by branding a service offering to extend its value. Where’s the white space you should be claiming? Call us at 813.875.3322 for a Brand Audit to uncover the potential.